So, the unique scents are created through an algorithm. Does the algorithm have a feedback loop to learn from its findings and grow?
Yes, absolutely. The final step of the creation journey for everyone who interacts with the machine is to provide feed-back on the scents designed which helps the system to continue learning and improve its capabilities.
Would you say that a customised scent tells someone’s life story or someone’s personality?
It definitely reveals aspects of yourself and also allows you to explore styles you might not typically gravitate towards. The creative process you engage in also says a lot about your life story or personality. How you reflect upon yourself while doing the questionnaire, if you are more intuitive or over-thinking it. The bonding, communal dimension of the experience is something that we’re very attached to. And then of course, there is also the mystery of why we love what we love when it comes to something as visceral and personal as scent. It is a very complex and ambitious equation to solve. But it’s also a fascinating one and a million questions would not suffice to understand the mystery that is every human!
Using artificial intelligence, one could say it dehumanises the process, but creating bespoke scents based on one’s personality is the exact opposite of that. How does that translate into your vision or philosophy of scent design?
Algorithmic Perfumery is about enabling the creator within and exploring the realm of possibilities. This philosophy is the basis of our approach to scent design. We believe you know best what you like and don’t like.
An AI-supported system lets people play with the composition and decide for themselves about what they think is the ‘best’ scent for them, without the opinion of an expert or a marketing panel. Human agency is at the core of everything we design.
EveryHuman is the label behind Algorithmic Perfumery. What can you tell us about EveryHuman?
EveryHuman™ encompasses everything we stand for. It’s about giving people agency and making one of the most luxurious experiences available to everyone. We believe inclusivity is the new exclusivity and that every human should have the freedom to choose how they want to live and who they want to be. That’s why we chose the universal quantifier as the mark for EveryHuman™. The ∀ is a mathematical symbol that means a formula is true for each, every, and all. This truth spans beyond algorithms and is our philosophy that every human deserves to be seen. That is the driving energy behind everything we do and create.